MKT263

PROMOTION
MANAGEMENT

Marwa Mohammed 202005754

Mohammed Manaf 202009069

Naba Younis 202003018

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1)

Assuming that you are starting a business, you should formulate a vision
statement, a mission statement, and a slogan that will attract customers.

The Business will be about healthy food restaurants as there are not many healthy
food restaurants in Bahrain.

Vision Statement:

"To create a healthier world by providing healthy and delicious dining experiences that
inspire and empower individuals to make sustainable, wholesome food choices."

Our Mission:

Is to create a vibrant eatery offering delicious, wholesome meals made from fresh, organic,
locally sourced ingredients. We aim to inspire healthier lifestyles and foster community
through quality, sustainability, and exceptional service.

Slogan:

"Nourish Your Body, Excite Your Palate: Explore the Craft of Nutritious Eating!"

2)

Choose any company and analyze its current promotion management trends.
Explain in Details

Zara, a fast fashion and trendsetting brand, has implemented several promotion management
practices to ensure its competitiveness in the contemporary retailing environment.

1. Personalization and Customization:

Zara focuses on personalization as one of the most critical factors for promoting
sustainability in the consumer goods sector. Using customers’ data and segmentation, Zara
sells products and services by presenting promotions and goods in line with customers’
interests and purchase history. In this way, Zara promotes customer satisfaction and retention
and distinguishes itself as a customer-driven brand with high conversion levels.

2. Transparency and Authenticity:

Amid a heightened level of consumer awareness, Zara pays due attention to transparency and
authenticity in its promotion management. Whether it is a sustainability program, ethical
sourcing, or diverse marketing communications, Zara shares its values with the target
audience in an honest way. By associating the brand with important problems

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and ethical issues, Zara creates trust, credibility, and sustainability of brand relationships with
identity-conscious consumers.

3. Experiential Marketing:

All in all, Zara implements experiential marketing tools that help the company maximize the
effects of its promotional activities by creating immersive and memorable experiences for
customers. In addition to the interactive in-store displays, promotions may be enacted as pop-
up events or installations or as virtual try-ons. In that way, Zara has been able to convert
shopping into much more than just a transaction, but a close-to-heart experience that builds
brand affinity with its distinctive character and professionalism. By providing customers with
memorable interactive experiences through promotions, Zara has managed to establish long-
lasting brand-customer relationships and ensure brand advocacy.

4. Agility and Responsiveness:

Zara’s promotion management is defined by its agility and ability to rapidly adjust to industry
trends. While regular retailers may plan their promotions months, Zara’s approach allows it
to take advantage of rapidly developing fashion trends and consumer behavior. This ability to
capitalize on momentary trends and quickly modify offers to respond to shifting demand
trends makes Zara unique in the industry.

5. Data-Driven Insights:

To help its managers make more informed promotion-related decisions, Zara integrates
advanced data analytics into the process. By utilizing powerful algorithms and real-time sales
data analysis, Zara acquires knowledge of how various products sell among different
customers at varying points in time. This enables the retailer to target specific customer
segments with appropriate promotions, enhance its pricing strategies, and invest its resources
more wisely to maximize the efficiency of the promotion.

6. Seasonal and Trend-Based Promotions:

Zara engages in various types of promotions that are strategically aligned to seasonal trends,
fashion cycles, and cultural events. Whether through seasonal sales and holiday promotions
or trend-driven campaigns and capsule collections, Zara continuously revamps its
promotional offering to meet shifting consumer demands and tastes. Furthermore, by staying
on top of cultural zeitgeists and global events, Zara manages to retain its relevance and appeal
to consumers across the globe.

7. Omni-Channel Integration:

Notably, Zara effectively integrates its promotions into different channels, both online and
offline. For instance, when a customer visits the Zara website, enters its brick-and-mortar
store, or comes across it on social media, he or she is exposed to promotional messages and
offers. This strategy enables the brand to optimize visibility, customer engagement, and a
seamless shopping process, boosting sales and customer loyalty.

3)

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 which are advertising, direct marketing, digital/internet, and personal selling.
Nike company depends on these segments to draw the attention of its customers and
fulfill their desires.

NIKE

The Promotional mix consists of 6 elements which are advertising, direct marketing,
digital/internet, and personal selling. Clarins company depends on these elements to attract
customer and satisfy their needs.

Advertising: Advertising on social media is one of the most effective ways to reach the
intended audience. They may target clients based on geography, age, or
purchasing behaviour. They have two options: pay for platforms to push their advertising or
employ more organic approaches. Nike employs celebrities to generate postings that promote
its products and brand. They also market their products through podcasts. They look for the
most popular podcasts with their target demographic and include advertisements for their
products or services throughout the episodes.

Direct Marketing: Nike uses direct marketing by creating a promotional e-mail for the
product that is sent to a large list, such as newsletters. They also employ Nike direct sales to
promote the brand and the goods by sending catalogs and postcards directly to current and
potential customers.

Digital/Internet Marketing: Nike promotes their products primarily through social media
sites such as Instagram and TikTok. They employ influencers to engage more people and
grow the brand's audience.

Sales promotion: Nike considers giving discounts on specific products, such as a buy one,
get one free deal, free delivery for a limited period, and occasionally running prize contests
for Nike products to increase customer involvement.

Publicity/Public Relations: Private events. Nike holds a unique event to introduce a new
product to a small number of invited workers, their families, and those who have purchased
special tickets. These sorts of events may assist in establishing a feeling of exclusivity, which
may enhance a company's brand identity and raise public demand. Public Event Nike is
celebrating its 25th anniversary with a festive lunch that includes free beverages and product
samples. These events may increase a company's visibility and positively impact the public
impression of its corporate culture. Examples include selling door-to-door. Nike salespeople
knock on the doors of potential customers to market and sell their products and services.
With their great interpersonal skills, they aim to get consumers to.

4)

Analyze two organizations in which humor in advertising contributed to their

success with the help of SWOT analysis. Explain in detail.

Organization 1: Huda beauty

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Prominent makeup artist and beauty influencer Huda Kattan developed the well-known
cosmetics brand Huda Beauty. The brand is well-known for its high quality and inventiveness
in the beauty business and offers a broad variety of makeup items, such as foundation,
lipsticks, eyeshadow palettes, and more.

Strengths:

1. Strong Brand Identity: Huda Beauty has established itself as a leader in the beauty
industry, known for its innovative products and high-quality cosmetics.

2. social Media Presence: The brand has a massive following on social media platforms,
particularly Instagram, where it engages with its audience through entertaining and humorous
content.

3. Innovative Products: Huda Beauty continuously launches new and innovative products,
and using humor in advertising helps to showcase the brand's creativity and uniqueness.

Weaknesses:

1. Market Saturation: It can be difficult to stand out from rivals in the fiercely competitive
beauty industry.

2. Target Audience Perception: Comedy may not appeal to older or more conservative
consumers, but it may resonate well with younger demographics.

3. Risk of Offending: Using humor in advertisements can occasionally be dangerous because,

if done carelessly, it could offend particular audience segments.

Opportunities:

1. Expanding Market Reach: By leveraging humor in advertising, Huda Beauty

can potentially reach new markets and demographics.

2. Building Emotional Connections: Humorous advertisements can help the brand connect
with consumers on an emotional level, fostering brand loyalty and advocacy.

3. Collaborations and Partnerships: Partnering with comedians or influencers known for their
humor can further enhance the brand's image and reach.

Threats:

1. Negative Backlash: Humour that is misunderstood or thought to be insensitive may cause a

backlash that harms the brand's image.

2. Shifting Customer Preferences: In the beauty industry, customer preferences can change
quickly. What is funny one day might not be the same the next.

3. Competitor Response: Huda Beauty may find it more difficult to stand out from the
competition if rivals begin to use humor in their advertisements.

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Organization 2: Dior perfumes

Dior fragrances are known for their sophistication and elegance, which are the result
of painstaking attention to detail. Dior provides a selection of fragrances that capture
elegance and enduring appeal, ranging from classic smells like Miss Dior to cutting-edge
innovations like Sauvage.

Strengths:

1. Luxury Brand Image: Dior perfumes have a considerable competitive edge in the scent
market since they are associated with refinement and luxury.

2. Celebrity Endorsements To appeal to consumers, the brand frequently works with

celebrities and influencers, utilizing their personality and sense of humor in advertising
campaigns.

3. tradition and History: Dior's rich past and tradition serve as a solid basis for its marketing
tactics, which include humor.

Weaknesses:

1. High Price Point: Dior Perfumes are positioned as luxury products, which may limit their
appeal to budget-conscious consumers, even with humorous advertising.

2. Limited Market Segment: The luxury fragrance market is relatively niche compared to
mass-market brands, restricting the potential audience for Dior's humorous advertising
campaigns.

3. Brand Dilution Risk: Using humor in advertising may risk diluting the brand's image of
elegance and sophistication if not executed with care.

Opportunities:

1. Global Expansion: Dior Perfumes can leverage humor in advertising to appeal to new
markets and demographics, particularly younger consumers who value entertainment and
authenticity.

2. Product Diversification: Beyond fragrances, Dior can expand its product line and use
humor in advertising to promote new offerings, such as skincare or makeup products.

3. Digital Marketing Channels: With the rise of digital marketing platforms, Dior can explore
new ways to integrate humor into its advertising campaigns and engage with consumers
online.

Threats:

1. Counterfeit Products: The luxury fragrance market is plagued by counterfeit products,

which can undermine Dior's brand reputation and impact the effectiveness of its advertising
efforts.

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2. Changing Consumer Preferences: Consumer preferences in the fragrance industry may
shift towards more natural or sustainable products, posing a challenge for Dior's humorous
advertising if it does not align with evolving trends.

3. Regulatory Restrictions: Advertising regulations may limit the use of humor

in certain markets or platforms, reducing the effectiveness of Dior's advertising campaigns in
those regions.

In conclusion, both Huda Beauty and Dior Perfumes have successfully utilized humor in their
advertising to strengthen their brand image and connect with consumers. However, they also
face various challenges and opportunities in leveraging humor effectively, which must be
carefully considered in their marketing strategies.

5)

Describe in detail any multinational company's positioning and repositioning.

strategies.

The brand positioning of Apple company is:

The uniqueness of Apple's brand positioning lies in its dual identity as both a technology
innovator and a lifestyle brand.

According to Apple's positioning strategy, the corporation is a high-end brand that

people who are interested in technology and aesthetics seek out globally.
Apple company wants to sell "experiences" to its customers rather than just products to
establish an emotional connection.

With constant investment in R&D, the brand not only creates the best new items
available but also assures clients of an approach to improve their identity.

The company's entire structure is designed to improve customer

experiences. Informational and motivational activities are organized by the
brand. Every customer receives outstanding, superior service from the teams selected to
collaborate with the Apple brand.

Even the company's marketing tactics place a strong emphasis on the advantages that buyers
may expect from each product

Another important part of Apple's positioning strategy is its target market.

Apple's positioning strategy is centered on drawing in particular clients with particular
requirements.

The company primarily markets itself as a high-quality brand, which implies that its products
have premium pricing and are frequently more costly than those of other companies.

Apple is attempting to increase the accessibility of its products, If customers trade in their
gadgets, they can lower the expensive cost of an Apple smartphone. Furthermore, the
company makes certain that consumers receive value for their money by guaranteeing that
Apple goods are durable, lasting, and loaded with the newest advancements in technology.

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Apple’s brand positioning statement :

“Apple emphasizes technological research and advancement and takes an innovative

approach to business best practices it considers the impact our products and processes have
on its customers and the planet.”

Apple’s Repositioning Strategy:

Apple was anything but hip. Remember that during more than ten years, when companies like
IBM, HP, and Dell leading the computer industry, Apple experienced significant losses in
every area of business. Even while sales of goods like the Powerbook and Macintosh LC
gained substantially during the 1990s, owning one was never considered "cool." Making a
fantastic product is one thing, but marketing it and making it appealing to consumers is quite
another. It wasn't always the case, but Apple is now regarded as the epitome of marketing
communications and a global model for marketing and branding studies.

When Jobs returned to Apple in 1996, he drastically and quickly changed the company that
was in decline. The resignation of TBWA and Chiat/Day, an advertising firm, was one such
development. The business created "Think Different," one of the most well-known
advertising campaigns ever, in collaboration with Jobs.

From a strategic standpoint, the campaign succeeded in attracting new clients while also
trying to keep hold of its current customers. Apple successfully convinced consumers to
reject convention and choose its products in defiance of authority. It followed years of being
the "outsider," a business that operated in the background of large, international corporations
like IBM and Microsoft. This was accomplished with the use of a TVC and corresponding
print ads. Owning a Macintosh was unique; it was a lifestyle. "Think" was also IBM's slogan
at the time.

6)

Choose two companies facing promotional challenges or problems. Compare and

explain them.

As two of the world's leading sportswear and footwear companies face similar promotional
hurdles, such as market competition and digital transformation, their subtleties mirror their
unique brand identities, market strategies, and focal points. By strategically and authentically
tackling these challenges, both companies can uphold their competitive advantage and remain
appealing to consumers across the globe.

Nike:

1. Intense Market Competition:

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With both traditional rivals and emerging direct-to-consumer brands vying for market share,
Nike must differentiate itself more than ever before, this is considered a big challenge.

Innovation and strategic marketing initiatives are necessary to maintain consumer interest and
loyalty amid a multitude of options.

2. Brand Authenticity and Image Maintenance:

When dealing with social and political issues that are polarizing, balancing social
consciousness with commercial interests can be difficult, Whenever controversies arise, such
as unethical employment practices or athlete endorsement criticism, challenges arise.

3. Supply Chain Transparency and Sustainability:

Nike faces growing consumer and stakeholder scrutiny of its supply chain practices and
sustainability efforts, highlighting the need for transparent communication and measurable
strides toward sustainability goals.

Nike needs to uphold brand credibility and consumer trust by promoting its sustainability
initiatives and effectively tackling labor rights and environmental impact challenges.

4. Digital Transformation and Engagement:

In light of the increasing prevalence of digital marketing and e-commerce, Nike needs to
modify its promotional approaches to actively connect with online consumers. Despite Nike's
robust digital footprint, maintaining substantial engagement and fostering conversions in a
competitive digital arena demands ongoing innovation and financial commitment.

Adidas:

1. Global Market Penetration:

Adidas has to adapt its marketing efforts and product offerings to compensate for cultural
differences, varying market dynamics, and local competition, Furthermore, Adidas must
constantly adapt its promotional strategies to appeal to diverse demographics and preferences
of consumers despite its strong global presence.

2. Brand Identity and Differentiation:

Adidas encounters difficulties in establishing its brand identity and setting itself apart in a
highly competitive market, especially in comparison to competitors such as Nike. While Nike
frequently highlights innovation and performance, Adidas presents itself as a lifestyle brand
that combines sportswear with fashion. Nonetheless, effectively conveying this identity and
standing out among competitors can pose challenges.

3. Sustainability and Corporate Responsibility:

Adidas is under increasing pressure to improve its sustainability initiatives and tackle
environmental and social concerns in its supply chain. Showing concrete advancements

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toward sustainability objectives and openly communicating these endeavors are essential for
gaining consumer trust and upholding brand credibility.

4. Digital Innovation and Engagement:

Like Nike, Adidas must adapt to the move towards digital marketing and e-commerce to
effectively connect with consumers.

Utilizing technology, data analytics, and personalized experiences to boost online sales and
promote brand loyalty demands continuous investment and innovation.

When we come to compare:

Digital Engagement: Both companies need to adjust to digital trends, with Nike emphasizing
innovation and Adidas using influencer-driven content.

Brand Positioning: Nike's brand positioning centers around innovation and athleticism, while
Adidas focuses on harmonizing performance with lifestyle and inclusivity.

Sustainability: Both corporations are under pressure to improve their sustainability

endeavors. Nike's difficulties may be primarily related to supply chain transparency, whereas
Adidas might concentrate on broader environmental initiatives.

Market Competition: Both are fiercely competitive but in slightly different domains.
Nike strives to retain market share in performance-driven sectors, while Adidas grapples with
lifestyle and fashion brands.

Promotional Strategies: Nike tends to favor striking, socially aware communication, whereas
Adidas embraces partnerships with influencers and collaborations to enhance brand exposure.

7)

Provide the FIVE best possible solutions for the organization to adopt to increase the
effectiveness of the promotion. (From the point of view of the students)

1. Social Media Engagement:

Social media is a great way to engage with students because they use it so often.
Companies can produce relatable and interesting material that appeals to students. Behind-
the-scenes looks, student endorsements, interactive examinations, competitions, or challenges
might all fall under this category. Reaching a wider student audience with social media
platform-targeted advertising campaigns might be beneficial. Incentives for user-generated
material, such as sharing images or stories about the organization, may also help to build a
feeling of involvement and community.

2. Influencer marketing:

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 Student brand ambassadors or influencers with a significant following among other students
may be extremely useful resources for an organization's promotion. Working with these
influencers might entail sponsoring posts offering product evaluations, or endorsing content
on their blogs, vlogs, and social media accounts. Their relevant and real material can
successfully reach and impact the intended student population. Selecting influencers who
have the same values as the organization and cater to the same audience is crucial for
establishing trust and genuineness.

3. Student Discounts and Offers:

Students sometimes have tight budgets, so it might be quite beneficial to provide them
with special discounts, promotions, or offers. This can include loyalty plans, buy-one-get-one
(BOGO) sales, bundled specials, and student pricing. Student newsletters, campus banners,
and social media are just a few of the platforms that may be used to promote these deals and
create a sense of value and excitement among students, in Bahrain there is an application for
student discounts called Unipal.

4. Campus Events and Sponsorships:

Directly interacting with students on their campuses may be a useful strategy for raising
brand awareness and forging favorable connections. Events on campus including sports
competitions, student club activities, and career fairs are open to organizations to participate
in. Building brand awareness and credibility among students can be facilitated by sponsoring
events or organizations that correspond with the organization's target audience. To make a
lasting impact, it's critical to actively contact students during these events by offering
engaging experiences, gifts, or demonstrations.

5. Interactive Contests and Giveaways:

Engage students by planning engaging activities such as freebies and contests.

Arrange engaging activities that inspire pupils to take part and demonstrate their abilities or
inventiveness. These might be image competitions, video challenges, or brand- or product-
related quizzes. Give pupils enticing rewards or unique experiences that will captivate them.
Use student publications, campus posters, and social media to disseminate the word about
these competitions to spark interest and boost participation. Students become more excited
and engaged as a result, and brand recognition rises as well.

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References:
(Stephen & Galak, 2012). The Effects of Traditional and Social Earned Media on Sales:
A Study of a Microlending Marketplace - Andrew T. Stephen, Jeff Galak, 2012

(Keller, 2013). https://scholar.google.com/scholar?q=(Keller,

+2013).&hl=en&as_sdt=0&as_vis=1&oi=scholart

(Gürhan-Canli & Maheswaran, 2000). “My” brand or “our” brand: The effects of brand
relationship dimensions and self-construal on brand evaluations

(Hanna & Rohm, 2011).

https://www.researchgate.net/publication/229402674_We're_all_connected_The_power
_of_the_social_media_ecosystem

Team, M. S. (2023, November 17). Snickers SWOT Analysis. MBA Skool.

https://www.mbaskool.com/brandguide/food-and-beverages/763-snickers.html
Team, M. S. (2023, June 2). Doritos SWOT Analysis. MBA Skool.
https://www.mbaskool.com/brandguide/food-and-beverages/5739-doritos.html

https://www.linkedin.com/pulse/great-example-brand-re-positioning-apple-mathema-
tshoane

https://www.youtube.com/watch?v=e5LH78Vy5Ck

https://unipal.me/en-bh/about

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